Groversons: All set to bring in ‘lingerie revolution’

With a market share of 20-25 per cent and with a bouquet of women’s underwear brands under it the Groversons Group is looking to spreading its reach in the untapped states. Focusing on aggressive marketing, new market segments and product categories

and new areas of business operations, the group is confident about achieving its target. As Rakesh Grover, Managing Director, Groversons Apparel says, “We are targeting three more states where we are not present; one among them is Andhra Pradesh. There are many cities we’d like to focus on because not all our brands are available in all the cities.”

The brands under its umbrella are: Paris Beauty, Poems, Miss T, Sunaina and Sparsh. These are available through 15,000 retailers all over India. “We have about 22 EBOs and are present in all large format stores like Big Bazaar, Reliance Trends, Maxx, C&M, Spar and so on. We are planning to start company-owned EBOs but are looking at feasibility and control and how to put them in practical shape.” Groverson’s has a strong distribution base pan-India. Approximately 500 distributors/channel partners are associated with the group directly. Recently, the company ramped up its EBOs and opened four more exclusive shop-in-shops. The company also exports to the Middle East and Africa.

Meanwhile the company is also contemplating PE funding. “We have been approached by a lot of PE firms with offers to invest in our company. We are looking for a PE firm that can partner us in our ventures. One that can get us not just financial capital resources, but other resources like human capital, technical capital and intellectual capital,” he says.

The group is a leading manufacturer of ladies undergarments in woven, knitted and hosiery fabric for over 60 years now. Established in 1953 by late Chaman Lal Grover it has come a long way. As Grover points out, “We are proud of having the largest range of products, giving us an edge over other manufactures. All our products are manufactured in start-of-the art units equipped with latest machines.”

Groversons Group is, today, one of the foremost producer and marketer of lingerie in India. With five admired popular and well-defined brands. And as Grover says it is well placed to take itself to the next level of ‘lingerie revolution’ in India. “The company’s philosophy is clear and precise. The aim is to remain the leader in lingerie and ladies undergarments industry; to produce and sell products catering to the requirements of women across all segments of population by not just satisfying our customers but delighting them to ensure repeat purchase,” Grover states on a concluding note.